Peep Sooman, a real estate expert, has introduced a new online platform called otsemaakler.ee, alongside partners, which is designed to give property owners full control over the selling process while significantly reducing brokerage fees. This move comes alongside another service aimed at apartment associations, which provides administrative tender services. The real estate market, often criticized for its opacity and sluggishness, may be poised for transformation with these new digital solutions.

Sooman's initiatives, otsemaakler.ee for homeowners and haldushanked.ee for apartment associations, aim to shift the power dynamics from service providers to clients, potentially enabling apartment managers to reduce their workload and allowing homeowners to act as their own best brokers. This could democratize access to real estate services, offering more transparent and expedient avenues for property transaction.

Initial responses from early users and price comparisons indicate a higher-than-expected demand for these changes in the market, suggesting a significant hunger for more control and efficiency in property transactions. As these services gain traction, they could redefine traditional real estate dynamics and enhance competitive practices in the industry.